Schleich Appointed 72andSunny Amsterdam as Strategic Partner for Global Growth and Transformation

By Erik Oster 

72andSunny Amsterdam’s new business team isn’t toying around.

Leading toy figurine manufacturer Schleich appointed 72andSunny Amsterdam as its brand strategy and creative agency partner, following a review.

“The Schleich brand has a rich heritage for making high quality, detailed figurines and playsets. But, the children and families who have welcomed us into their homes understand that the play experience with Schleich is so much more,” Schleich CEO Dirk Engehausen said in a statement. “We are delighted to partner with 72andSunny Amsterdam to help us to capture our brand essence in words and rich images so we can share our story and our products with the world. We are confident that this talented multinational team will exceed all our expectations!”

72andSunny Amsterdam will be tasked with developing new global brand strategy and design guidelines to reposition the Schleich brand beyond the perceived limitations of the category in an effort to expand its presence in markets including the France, the U.K. and the U.S.

“Schleich is a beautifully simple and authentic brand that immediately got all of us thinking and playing – in that free-reign way only kids seem to be able to do. What’s not to love about that?. We’re really excited to dig in and help reshape their strategy and ultimately find the right voice and look for their brand story,” 72andSunny Amsterdam creative director Simone Moessinger said in a statement.

The appointment arrives at the end of a notable year for 72andSunny’s Amsterdam office, which included a global campaign for Audi kicking off with a Super Bowl ad starring Maise Williams.